Gebrüder Dassler Schuhfabrik was established in Germany around 1920 by two brothers Adolf Dassler and Rudolf Dassler whom in 1948 decided to separate and created their own firms. The first one called Adidas (Adolf-Adi) and the second Puma. After the World Cup in 1954 Adidas become in a famous brand when Germany team decided to wear it, followed by the sponsoring of sports stars. After the death of Adi Dassler in 1978, his Horst son remained to the front of Adidas. Horst was only president until 1987, when it died to the 51 years. After this event, the company begins to cross one serious crisis, mainly due to the push of Nike. In 1990 Adidas was bought for Bernard Tapie (244 million Euros), but he was declared in bankruptcy in 1992, being the bank Credit Lyonnais the one in charge to sell Adidas to Robert Louis-Dreyfus, friend of Bernard Tapies. In 1997 Adidas bought the French manufacturer of equipment of ski Salomon and created Accept A.G. In 2001, Herbert Hainer took of the position company CEO. In 2002, Adidas-Salomon was the first sport brand in launching the Customization Experience, a strategy where customers can create and devise their ideal products. In the 2005, Adidas announced the sale of the company Salomon Group, by 485 million € to Amer Sports, a Finland company in the same year, Adidas bought Reebok its rival by 3.8 trillions of dollars. In this way Adidas was able to approach more to the leader company, Nike.

* Power of suppliers: Asian suppliers or Adidas buy it suppliers. * Power of Buyers: The different can be acquired by different ways . (retailers-final consumer; retailer-store-final consumer, etc). * Power of Competitors: Adidas has the following competitors.

The Adidas Group strives to be the global leader in the sporting goods industry with sports brands built on a passion for sports and a sporting lifestyle.

* We are consumer focused and therefore we continuously improve the quality, look, feel and image of our products and our organizational structures to match and exceed consumer expectations and to provide them with the highest value. * We are innovation...

...Adidas: Brand CaseStudy
Company Background:
Adidas was founded in 1949. Adolf Dassler was the founder, hence the name “Adidas”. Dassler passed away in the 1980’s and his family carried on the business. However, in the 90’s, new CEO Robert Louis-Dreyfus switches the philosophies of the company from a manufacturing & sales company to a marketing company. The company then went public in 1995. Then in 2000, an ambitious Growth and Efficiency program is initiated. In 2005, the Solomon group sold the company to Amer Sports. This led to a refocus on its core strengths of athletic footwear and apparel. Following this sale, they decided to expand and acquired Reebok in 2006. In 2011, Five Ten (a leading brand in the technical outdoor market) was also acquired by Adidas Group.
Updated Financials:
Here is a breakdown of the financials of Adidas for the last 5 years (broken down by millions of Euros):
2008
2009
2010
2011
2012
Net Sales
10,799
10,381
11,990
13,322
14,883
Gross Profit
5,256
4,712
5,730
6,329
7,103
Gross Margin
48.7%
45.4%
47.8%
47.5%
47.7%
Brand Equity Strategies:
There are 5 performance benefits of the Adidas brand that are heavily emphasized: Faster, Stronger, Smarter, Cooler, & Natural. They have also completed some specified brand strategies per sport. Football is expanding its strong market position,...

...Case: Adidas
Current Situation
* In 2008, Adidas achieved a number of significant strategic goals. However, it has lost market share in the athletic footwear market to Nike through the first nine months of the year.
* Adidas has a strategy that´s focused on extending its leadership in product innovation, creating a differentiated image for the products offered by each of its three business segments.
Corportate Governance
External Environment
PEST
Political
* Multinational
* Awareness of cultures
* Good legal Image
* Environment-concern
* Quality regulations followed
Economic
* Customers less willing to pay for high priced items
* Crash of the economy
Social
* Always knowing what the younger generation prefers
Technological
* Technology innovation is the key factor in the industry
Porter’s Five Forces
Threat of Substitute Products (LOW)
* The brand´s strength as we wrote earlier is product innovation and meeting customer expectations. This is hard to copy.
Threat of New Entrants (LOW)
* Huge barriers required for new entrants.
* Strong presence of established brands
* Customer´s loyalty
Bargaining Power of Buyers (HIGH)
* The buyers are now more conscious of their spending
* Access to internet and other brands webpages
Bargaining Power of Suppliers ( LOW)
* The enterprises that give us the service are...

...Adidascasestudy
Mission Statement Evaluation Matrix
Adidas has a non-traditional form of a mission. Adopting the “one” theme, the company wants to signify a sense of harmony and integration between its people, plan and goals.
“ AG is ccommitted to being a global leader in the sporting goods industry by producing brands that are novel, fun, and have a passion for atheltics and active people worldwide. We are committed to delivering industry leading financial results, innovating and the most advanced products, focusing on our consumers, and maintaining all of this while being a good corporate citizen”
The mission stsatement indirectly presents many of the well known components of a mission as follows:
Component | Availability | Comment |
Customers | Yes | * The mission statement directly refers to a certain type or category of customers, who are the athletes and the active people. |
Products | Yes | * It mentioned that it is targeting to be a global leader in the sporting goods industry |
Component | Availability | Comment |
Market | No | * As a “ global enterprise”, no specific Market has been referred to |
Concern for Profitability | Yes | This component is apparent in: * The Goal “ producing barnds that are novel, fun and have a passion” |
Technology | No | * Not mentioned directly, though “leading financial results, innovation and producing most advanced products”...

...Introduction
In this case we get an entire scenario about how the Japan deflation set in, what were the effects of the deflation on the economy as well as on the people of Japan. It also mentions about the various reasons because of which Japan was in such a tight grip of Deflation, Depression, Demographics and Debts Guides us through the steps taken by the government in order to curb this deflation. Imparts a great knowledge to us about the various economic terms like deflation, self-liquidating credit, Non-Self Liquidating Credit and how the people and economy of a country is affected by these.
Free markets economies are subject to cycles. Economic cycles consist of fluctuating periods of economic expansion and contraction as measured by a nation's gross domestic product (GDP). The length of economic cycles (periods of expansion vs. contraction) can vary greatly. The traditional measure of an economic recession is two or more consecutive quarters of falling gross domestic product. There are also economic depressions, which are extended periods of economic contraction such as the Great Depression of the 1930s.
From 1991 through 2001, Japan experienced a period of economic stagnation and price deflation known as "Japan's Lost Decade." While the Japanese economy outgrew this period, it did so at a pace that was much slower than other industrialized nations. During this period, the Japanese economy suffered from both a credit crunch and a liquidity trap....

...1. What is adidas’ corporate strategy? Has the corporate strategy changed with restructuring?
- Lead the sporting goods industry.
- Provide athletes with the best possible equipment to optimize their performance.
- Market penetration, gain access to all markets in which they can compete.
- Develop and expand into new markets and express interest in new consumer markets.
- Lead the market in all regions they compete.
- Have the best innovation and design.
- Have stores run by under one name by retail partners.
- Brand stores with sports organizations or other brands.
- Create shareholder value.
Yes, the restructuring of Adidas had changed their corporate strategy. Prior to the acquiring and developing their three major brands Adidas was focusing on getting acquisitions. In theory the acquisitions would allow them to surpass Nike as the leader of the global sporting goods industry. They basically were just looking to buy out the competition and allow them to continue business under their name. However, their plan was short lived after they had realized the attractiveness and earnings of their company had declined and continued to decline until they restructured their business. Adidas’ basically cut or sold all the divisions that did not fit their main strategy which was shoes and sports apparel.
2. Does adidas’ business line-up...

...Writing Good CaseStudiesCasestudies are stories. They present very realistic, complex, and often contextually rich situations. They may involve a dilemma, conflict, or problem that one or more of the characters in the case must negotiate.
A good casestudy is: “the medium by which a chunk of reality is brought into the classroom to be analyzed over by the class and the facilitator]. A good case ensure the class discussion is engaging and based upon some of the stubborn facts that must be faced in real life situations.” While they have been used most extensively in the teaching of basic medical sciences and and business, casestudies can be an effective teaching tool in any number of disciplines. As a teaching strategy, casestudies have a number of attributes. They close the gap between theory and practice and between the school and the workplace. They also provide students practice identifying different parameters to solving a problem, recognizing and proffering positions, evaluating courses of action, and arguing different points of view. Good casestudies have different lengths and and complexity, and can be used in many of ways, depending on the specific case and on the facilitator's objectives.
They can be relatively short (e.g. >20 pages).
They can be...